Quick question: how does your brand’s social presence stack up against your competition? Surface-level metrics can be valuable but don’t tell the full story and oftentimes you might be in the dark. By conducting a competitive benchmark analysis, you can better understand your own strengths and how to stand apart from the crowd. Watch full webinar: https://www.falcon.io/webinars/benchmarking/

1. How Benchmarking Can
Inform Your Social Strategy
#FalconEd

2. Your Presenters.
Casper Vahlgren
Senior Strategist
Falcon.io
Lux Narayan
CEO & Co-Founder
Unmetric
@LuxNarayan @CasperVahlgren
#FalconEd

3. Benchmarking Pyramid Model
Effective SoMe Strategy
Q&A
Today’s Agenda.

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

5. THE BENCHMARKING
PYRAMID MODEL
3 Steps to better Benchmarking

6. Introducing the 3Cs of the
Benchmarking Pyramid.
Community
Content
Conversation

7. Community
Benchmark these metrics:
● Community size
● Community growth
Consider benchmarking these metrics:
● New followers per day or month
● Number of Twitter handles followed by brands
● Best time to post
● etc
Community: The Base.

8. VitaminWater already has 3.8m fans and
now a lower growth rate.
See historic data on VitaminWater’s
growth from 2012 onwards.
In the real world…

9. We studied the annual growth rate
of 350 top brands.
1.3%Facebook3.2%Twitter21.3%Instagram17.5%YouTube39.3%LinkedIn

10. Benchmark these metrics:
● Total content published
● Engagement
Consider benchmarking these metrics:
● Boosted content
● Type of interaction (Likes, Comments, Shares, etc.)
● Reach and impressions
● Type of content (photos, videos, links, etc.)
● etc
Content
Content: Activating Your Base.

11. In the
real
world…
University of Houston:
fewest posts
UCLA:
posts the most
Ohio State:
most content engagement

12. How many posts do top
brands publish?
75 - 125 pieces of content per month.
Across all social networks.

13. Benchmark these metrics:
● Response rate
● Average reply time
Consider also benchmarking these metrics:
● Response type (apology, DM, email, plain text)
● Reply time distribution (15 mins, 60 mins, etc.)
● Total brand replies
Conversation
Conversation: Communicating With Your Base

14. In the real world…

15. In 2019, most big brands replied to:
25-35% of user posts on Facebook.
2-5% of user tweets on Twitter.
Top Brands on Customer Service

16. Community
Content
Conversation
• Number of posts
• Engagement
• Response rate
• Average reply time
• Audience size
• Audience growth
The Three Pillars for
Benchmarking Your Performance

17. Cast your vote on-screen.

18. TURNING YOUR METRICS
INTO AN EFFECTIVE SOCIAL
MEDIA STRATEGY
What do you do with all of this data?

19. Use community and audience sizes to gauge which markets and platforms to focus on in your strategy.
Allocate Resources Strategically.
Potential
Which markets/platforms
have unrealized potential for
audience growth?
Saturation
What markets/platforms are
saturated?
Dead End
What markets/platforms
have little or no potential for
growth?
Questions to ask:

20. Identifying growth potential for key markets and platforms.

21. Identifying growth potential for key markets and platforms.
Audience size and sales indicate an
opportunity for growth.

22. Identifying growth potential for key markets and platforms.
Sales outweigh both current and
potential audience size.
Audience size and sales indicate an
opportunity for growth.

23. Identifying growth potential for key markets and platforms.
Sales outweigh both current and
potential audience size.
Market is saturated, so focus on engaging
and managing existing community.
Audience size and sales indicate an
opportunity for growth.

24. Sales outweigh both current and
potential audience size.
Small existing audience and
little potential for growth.
Identifying growth potential for key markets and platforms.
Market is saturated, so focus on engaging
and managing existing community.
Audience size and sales indicate an
opportunity for growth.

25. Once you know which markets or platforms to focus on:
Find a creative space to own
Type
What are competitors
posting the most about?
Focus
What products, cultures or
communities are
competitors focusing on?
Content
What identifies the content
and content themes
competitors post about?
Questions to ask:

26. PERSPIRATION
ACHIEVABLEASPIRATIONAL
OBSERVATION
Identifying a creative white space for an outdoor wear brand

27. PERSPIRATION
ACHIEVABLEASPIRATIONAL
OBSERVATION
Identifying a creative white space for an outdoor wear brand

28. PERSPIRATION
ACHIEVABLEASPIRATIONAL
OBSERVATION
Identifying a creative white space for an outdoor wear brand
CREATIVE OPPORTUNITY

29. Once you know where to focus, use key metrics to identify
what resonates with your audience - and what doesn’t.
Identify your strengths:
Questions to ask:
- What content performs above the category average?
- What content drives follower growth for your brand?
- What type of content goes viral?
- What content generates conversation vs what
content generates reactions/likes?
Pinpoint competitor weakness:
Questions to ask:
- What is their least performing content - that they still
post a lot of?
- What markets are they not performing well in? What
are they doing differently that doesn’t work?

30. Be conscious of data bias.
One of the most critical elements of using
benchmarking to create effective content and strategy:

32. Don’t just look at metrics in isolation.
Understand the relationship between
different metrics - and their context.
This is how you turn surface-level metrics
into valuable insights.

33. Analyse the relationship between the metrics
to understand what resonates with your audience.

34. Analyse the relationship between the metrics
to understand what resonates with your audience.

35. 1. Allocate resources strategically
2. Identify a white space in the category
3. Create a framework for content that
resonates with your audience
4. Be conscious of bias when looking at your data
Key Takeaways.
#FalconEd
4 steps for turning your metrics into an effective strategy:

37. When Should You Use
Instagram Stories vs. Feed? #FalconEd
March 26th

38. Free Benchmark Report
For Social Media Marketing World 2020 attendees.

39. @falconIOfalcon.io welcome@falcon.io